At the mention of the “revolution without ads”, the first thing that comes to mind is Netflix. This streaming giant has achieved incredible success precisely because of its focus on quality and uninterrupted viewing. In part, this has led to a very clear view of advertising over the years.

However, Netflix has acknowledged that it will launch ads soon. It is possible that already this year the company will introduce an ad-supported level. This is partly due to Netflix’s own distinct and changing business needs (the company lost subscribers for the first time in a decade), and partly to the reality of skyrocketing competition in the streaming entertainment category.

But it’s also a function of something bigger than any single company or category: the amazing triumph of advertising in the digital age. This counters, perhaps once and for all, the commercial ending narrative that has been constantly suggested and constantly eroded for decades.